Verka increases ‘Pio’ rates by Rs 2 a bottle

The flavoured milk sees large consumption in summers and is a favourite drink among children as well as adults.

The rates have been increased by Rs 2 from earlier Rs 18 since Saturday but the plant is not ready with bottles having new rates printed.

A big hit among the residents of Punjab, now a bottle of MILKFED Verka’s flavoured milk brand ‘PIO’ will cost Rs 20.

The rates have been increased by Rs 2 from earlier Rs 18 since Saturday but the plant is not ready with bottles having new rates printed. Therefore, consumers are being returned empty-handed by the Verka Milk Bar centres.

The flavoured milk — available in butterscotch, elaichi and strawberry flavours — sees large consumption in summers and is a favourite drink among children as well as adults.
Talking to Newsline, Sameer Aggarwal, a resident who went to buy flavoured milk on Tuesday, said, “The bottles were kept there and were clearly visible but they refused to give. They said that rates have been increased but still old rates are printed on the existing stock.”

Anju Soni, another resident, said, “We were able to see refrigerator filled with milk bottles but plant’s staff refused to give us. They said that rates are increased but bottles have old rates printed.”

Ajmer Singh Bhagpur, chairman, Verka Milk Plant, said, “Rates have been increased and work of getting new rates printed on bottles is not yet complete. We will hopefully start sale from Wednesday.”

Asked why the old stock is not being cleared out as milk is a perishable commodity, he said, “I will instruct the staff to clear out old stock at Rs 18 per bottle which is printed. I had no idea that customers are being returned empty- handed. Milk will obviously perish and will be wasted if old stock is not cleared.”

Explaining the step to increase rates, he said, “We know that ‘Pio’ is a hit item of Verka but old rates were not viable. We are paying cattle feed and other subsidies to the farmers and milk cooperative societies already. Therefore, this step was long overdue.”